The Irish Whiskey Association (IWA) is actively targeting Mexico as a key emerging market for export growth. The trade body promoted the category this week through a tasting event in Mexico City and participation in a global conference on Geographical Indications (GIs).
The promotional push aims to capitalize on Mexico’s large population and growing middle class.
The IWA highlighted the market’s potential, noting that Irish whiskey export value to Mexico has increased four-fold over the last four years, albeit from a low base. This move is part of a wider strategy by Irish producers to diversify into new markets.
“There is incredible scope for growth in our drinks exports to Mexico,” said Eoin Ó Catháin, Director of the Irish Whiskey Association. “The IWSR, which tracks alcohol sales and trends worldwide, has identified Mexico as among the markets with the greatest potential.”
As part of the initiative, the IWA hosted an Irish whiskey tasting on October 13 at the Residence of the Irish Ambassador to Mexico.
The event was targeted at importers, distributors, and leading figures in the local bar scene. Brands showcased included Clonakilty, Jameson, and Bushmills.
This was the first time the trade body has collaborated with both the British and Irish Embassies in a target market to promote the all-island spirit. The event coincided with the 50th anniversary of diplomatic relations between Ireland and Mexico.
Last week, Ó Catháin also spoke at the biennial conference of oriGIn, the global alliance of GIs, held in the city of Morelia. He emphasized the shared heritage between Irish Whiskey and Mexican spirits like Tequila, both of which are protected by GI status.
“The importance of a Geographical Indication for Irish Whiskey and our other spirit GIs cannot be underestimated,” Ó Catháin stated. “This shared history and experience makes Mexico perfect partners in strengthening GIs around the world and in promoting spirits drinks.”
The association sees its primary challenge as increasing category awareness in a competitive marketplace.
